Marketing 3013: Chapter 9

A per-unit payout paid on sales beyond the salesperson's quota is called a(n) ________.

commission

A(n) ________ specialist is a sales representative who contributes expertise in the form of product demonstrations and trials.

technical

Although the specific process followed by each salesperson varies, most move through the general sales process by following ________ steps.

7 (seven)

What factors does your text list as to why personal selling is so important in B2B buying situations? (Check all that apply.) a. B2B decisions are often complex. b. B2B transactions often employ professional negotiators. c. B2B transactions are completed quickly. d. B2B transactions are much larger financially.

a. B2B decisions are often complex. b. B2B transactions often employ professional negotiators. d. B2B transactions are much larger financially.

Sales management involves which of the following areas? (Check all that apply.) a. Compensating b. Recruiting c. Evaluating d. Delivery e. Motivating f. Accounting

a. Compensating b. Recruiting c. Evaluating e. Motivating

Which of the following would Max Carter say has helped him more than anything in his career? a. Knowing your skill set b. Being a good listener c. Finding a good mentor d. Telling the customer what they need to hear

b. Being a good listener

A(n) ________ seller is a sales representative who focuses on developing long-term relationships by developing a deep knowledge of the customer's industry, business issues, and needs.

consultative

The more a salesperson knows about the customer's needs, the better he or she can respond. To do this, the salesperson must ______. a. make sure that he or she doesn't make the customer feel too important b. talk as much as possible to simulate interest c. only focus on features of the product d. listen to the customer during the presentation

d. listen to the customer during the presentation

The use of lead scoring helps companies identify _______. a. potential new products b. employee strengths and weaknesses c. competitive market share d. prospective customers

d. prospective customers

A(n) ________ salesperson is also known as a route salesperson.

delivery

According to your text, which of the following is the greatest enemy of human potential in most every career field? a. Self-inflated egos b. Overconfidence c. A lack of proper training d. Poor communication skills e. Fear and self-doubt

e. Fear and self-doubt

In the FAB approach, ________ are attributes or facts that are integral characteristics of the good or service being offered.

features

Sales territories are typically defined on the basis of ________.

geography or location

According to Max Carter, the ability to _______ what the customer wants is a skill that must be continually practiced and refined.

hear or listen to

Today, many businesses are focusing on keeping customers for long periods of time and are, therefore, reorganizing their business processes around the _______ value represented by their most important accounts.

lifetime

During a sales presentation, if a salesperson wants to gain a true understanding of the prospect's needs and wants, he or she should not underestimate the value of asking questions and _________ to the customer.

listening

Having ________-related knowledge means the salesperson is able to "speak" the technical language of the customer's field.

market

The guiding factors used by sales management to determine the need for generalists or specialists are market considerations and the firm's overall _________ strategy.

marketing

The concerns or reasons customers offer for not buying a product are called _______.

objections

A(n) ______-getter is a new-business salesperson who secures new distribution channel outlets.

order

Since it costs much more to acquire new customers than it does to retain them, ________ selling has become an increasingly important way for firms to develop personal relationships with their customers.

personal

Because B2B transactions are larger financially and are often complex, _______ _______ is an important decision factor.

personal selling

If a firm is looking to establish and develop a personal relationship with its customers, the single most effective approach it can use is _________ _________ .

personal selling

The _________ _________ provides a way for a salesperson to convey the product's main features to the prospect.

sales presentation

In a(n) ________ close, a sales rep asks questions throughout the sales presentation that tests the buyer's readiness to commit.

trial

True or false: Salespeople tend to be closely supervised on a day-to-day basis.

False

True or false: The digital transformation of advanced economies has erased the need for salespeople.

False

True or false: Because the cost of obtaining new customers is so much higher that retaining existing customers, many B2B organizations employ key-account sellers to grow and protect their most important customers.

True

Which of the following are primary roles of a sales manager? (Check all that apply.) a. Establish sales objectives b. Find and cultivate new customers c. Work directly with assigned sales reps d. Recruit and train employees e. Manage the supply chain

a. Establish sales objectives c. Work directly with assigned sales reps d. Recruit and train employees

Toby is a sales rep for a pharmaceutical company. He has an assigned territory and can sell all of the company's products to clients within that territory. Toby is part of which kind of sales force? a. Generalist b. Product specialist c. Technical d. Industry specialist

a. Generalist

Which of the following takes place in the pre-approach stage of the personal-selling process? (Check all that apply.) a. Identifying key decision makers b. Identifying objections c. Identifying customer needs d. Reviewing account histories e. Qualifying prospects

a. Identifying key decision makers c. Identifying customer needs d. Reviewing account histories

Which of he following takes place in the Approach stage of the personal-selling process? (Check all that apply.) a. Learning about the customer's needs and wants b. Setting the first appointment with the customer c. Reviewing the customer's account history d. Determining who the key decision makers are in the firm e. establishing a rapport with the potential customer

a. Learning about the customer's needs and wants b. Setting the first appointment with the customer e. establishing a rapport with the potential customer

John gives copies of textbooks to professors and evaluating committees and tries to influence them to adopt the textbook, although he does not actually close a sale. What type of salesperson is John? a. Missionary salesperson b. Channel sales representative c. Route salesperson d. Consultative seller e. Key-account seller

a. Missionary salesperson

Which of the following questions are represented in the SPIN selling framework? (Check all that apply.) a. Need-payoff questions b. Issue questions c. Sales questions d. Implication questions e. Price questions f. Problem questions g. Situation questions

a. Need-payoff questions d. Implication questions f. Problem questions g. Situation questions

Which of the following are steps in the personal-selling process? (Check all that apply.) a. Prospecting and qualifying b. The approach c. The competitor review d. Order-getting e. Gaining commitment

a. Prospecting and qualifying b. The approach e. Gaining commitment

______ work in high tech sectors, like aerospace, and typically have educational backgrounds in field such as engineering or computer science. a. Sales engineers b. Sales managers c. Missionary salespeople d. Consultive sellers

a. Sales engineers

Which of the following statements is accurate regarding personal selling as a profession? a. Sales has been and will continue to be one of the largest occupational categories. b. One out of every three American workers is employed in the selling profession. c. With the advent of the e-commerce, the need for qualified sales personnel has decreased. d. There is less of a need for sales professionals as compared to the past.

a. Sales has been and will continue to be one of the largest occupational categories.

Which of the following is true regarding sales training programs? a. Sales training programs should be customized to the needs of the representative and changing market conditions. b. Sales training is an activity that happens only once—when the employee is hired. c. The most effective training method uses the same approach for everyone to promote consistency. d. Research shows that digitally mediated training creates better interpersonal bonds between the salesforce and the sales manager. e. Sales training is a job that is better left to the human resources department.

a. Sales training programs should be customized to the needs of the representative and changing market conditions.

Which of the following is not part of the Sales and Marketing Executive International (SMEI) code of conduct? a. Selling to generate the most profit possible for the firm b. Acknowledging accountability to the organization and society c. Adhering to the highest standards of ethical and professional conduct d. Recognizing the sovereignty of all consumers in the marketplace

a. Selling to generate the most profit possible for the firm

What items are listed in your text as effects of sales force turnover? (Check all that apply.) a. Strained client relations b. Missed sales opportunities c. Potential legal issues d. Savings to companies e. Better employee relations

a. Strained client relations b. Missed sales opportunities c. Potential legal issues

Having to fix billing or customer service issues or communicate to product managers about problems customers are having with the company's products are all tasks involved in _______. a. customer advocacy b. handling objections c. qualifying customers d. team selling e. FAB approach selling

a. customer advocacy

Personal selling is more effective when _______. (Check all that apply.) a. the good or service is highly technical or complex b. the good or service is new-to-the-world c. there is little competition for the good or service d. the good or service is customizable e. the good or service carries little risk

a. the good or service is highly technical or complex b. the good or service is new-to-the-world d. the good or service is customizable

Detailing how the product will provide benefits for the potential customer takes place during _______. a. the sales presentation b. prospecting and qualifying c. the approach d. the pre-approach

a. the sales presentation

It is the job of a channel sales representative to _______. a. win, maintain, and expand relationships with channel partners b. promote the firm and encourage demand for its products c. create customized solutions for customers d. process customer-initiated orders e. handle all aspects of delivery

a. win, maintain, and expand relationships with channel partners

The initial meeting that takes place between the salesperson and the prospect takes place during the ________ stage of the personal-selling process.

approach

Which of the following statements made by a salesperson exemplifies handling objections by denial? a. We can discuss delivery options in a moment, but let me first tell you about one more benefit. b. Actually, that is not true. Our product has been proven in clinical studies to perform 50% faster than other models. c. Yes, our product is priced higher, but it comes with more features and options. d. It's true our customer service department is small, but it has consistently won awards for good performance.

b. Actually, that is not true. Our product has been proven in clinical studies to perform 50% faster than other models.

What does your text cite as reasons the selling environment has changed over the years? (Check all that apply.) a. A smaller pool of candidates from which to recruit sales personnel b. Competition brought about by globalization c. The increased use of web-based technologies d. The complexity of the selling environment

b. Competition brought about by globalization c. The increased use of web-based technologies d. The complexity of the selling environment

Which of the following are responsibilities of a delivery salesperson? (Check all that apply.) a. Secure new distribution intermediaries b. Delivering product c. Checking inventories d. Handling customer complaints e. Stocking shelves

b. Delivering product c. Checking inventories e. Stocking shelves

_______ is the two-way flow of communication between a salesperson and a customer that is paid for by the firm and seeks to influence the customer's purchase decision. a. Public relations b. Personal selling c. Marketing d. Advertising e. Publicity

b. Personal selling

Charlotte wants to learn as much as possible about a potential customer, so she is reviewing the customer's account history, identifying the customer's needs and determining who the key decision makers are in the firm. These activities would take place in which step of the personal-selling process? a. Follow-up b. The pre-approach c. Prospecting and qualifying d. The approach e. The presentation

b. The pre-approach

What is social selling? a. Creating friendships with customers that lead to social interactions b. The use of online, mobile, and social media to engage customers, build strong customer relationships, and increase sales c. Engaging customers in the sales process over social engagements such as lunch or dinner d. Acting like a management consultant to solve customer problems e. Generating sales by promoting the firm and encouraging demand for its products

b. The use of online, mobile, and social media to engage customers, build strong customer relationships, and increase sales

People spend about 40% of their time engaged in persuading and convincing other people. This is called ______. a. personal sales b. non-sales selling c. manipulating d. teamwork

b. non-sales selling

Fenton is a sales representative. In order to search for potential customers, he scans websites, attends trade shows, and networks with others in his industry or related industries. By doing so, Fenton is engaged in _______. a. qualifying b. prospecting c. advertising d. public relations e. personal selling

b. prospecting

The SPIN selling framework was developed based on research that discovered that successful sales calls were the result of _______. a. the customer listening to a lengthy sales pitch b. the buyer doing most of the talking in response to questions asked by the sales rep c. the salesperson forcing the conversation around a product's features and benefits d. the buyer and the salesperson conducting the sales call over a meal

b. the buyer doing most of the talking in response to questions asked

Personal selling is more effective when the good or service is _______. a. not new to the market b. viewed as risky c. not complicated d. frequently purchased

b. viewed as risky

Select from the following those items that are characteristic of consultative sellers.(Check all that apply.) a. Responsible for checking inventories and taking orders b. A focus on short-term outcomes c. Concentrated in traditional industrial settings d. A deep knowledge of the customer's business issues e. A desire to be a trusted advisor to customers

c. Concentrated in traditional industrial settings d. A deep knowledge of the customer's business issues e. A desire to be a trusted advisor to customers

Which type of salesperson focuses on establishing and maintaining partner relationships with a small set of three to five named accounts? a. Order-taker salespeople b. Order-getter salespeople c. Key-account sellers d. Missionary salespeople e. Channel sale representatives

c. Key-account sellers

What three dimensions are used to group members of a specialist sales force? (Check all that apply.) a. Territory b. Marketing strategy c. Product d. Selling activity e. Industry

c. Product d. Selling activity e. Industry

_______ have oversight of selling efforts at varying levels of the organizational hierarchy. a. Key-account sellers b. Channel managers c. Sales managers d. Missionary salespeople e. Human resource managers

c. Sales managers

According to author Daniel Pink, which of the following can be said of personal selling in the digital era? a. Despite the rapid advances in technology, it has not had a significant impact on salespeople. b. Because of technological innovations, the U.S. economy will reduce the number of sales jobs by more than 2 million in the coming years. c. Technology that should have made salespeople obsolete have in fact transformed more people into sellers. d. Technology has forced relationship-minded salespeople into fast-talking, do-anything-for-the-buck salespeople. e. Technological innovations, particularly the Internet, have drastically reduced the need for salespeople.

c. Technology that should have made salespeople obsolete have in fact transformed more people into sellers.

Which of the following are attractive characteristics of a career in sales? (Check all that apply.) a. Heavy supervision b. Not having to interact with others c. Variety of sales positions available d. Financially rewarding e. Work-family life balance

c. Variety of sales positions available d. Financially rewarding e. Work-family life balance

The main goal of Step 1 of the personal-selling process is to ______. a. increase customer interest in order to schedule an appointment b. handle objections c. find qualified prospects d. describe the feature-advantage-benefit

c. find qualified prospects

A(n) _______ is a salesperson who processes orders that a customer initiates. a. order getter b. independent agent c. order taker d. manufacturer's rep

c. order taker

The defining feature of a generalist sales force is that its members sell products based on their assigned _______. a. product b. activity c. territory d. industry

c. territory

The final step of the personal-selling process is _______. a. qualifying the sale b. handling objections c. the follow-up d. gaining commitment e. repeat buying

c. the follow-up

_______ is the adoption of the marketing concept at the level of the individual salesperson and customer. a. goal-directed selling b. Sales 2.0 c. Social selling d. Customer-oriented selling e. Adaptive selling

d. Customer-oriented selling

Having the necessary mental and emotional discipline to stay focused and constructive during rough times relates to which foundation of sales success? a. Utilizing market-related knowledge b. Having an aggressive personality c. Being able to engage in spin selling d. Having a positive self-concept

d. Having a positive self-concept

What type of salesperson promotes the firm and its products, but does not actually get or take orders? a. Route salesperson b. Key-account seller c. Channel sales representative d. Missionary salesperson e. Consultative seller

d. Missionary salesperson

Within the sales context, what is the number one warning sign that fear and self-doubt are interfering with a person's ability to perform to his or her potential? a. Laziness b. Delegation c. Assertiveness d. Procrastination

d. Procrastination

______ are sales representatives who work in complex settings, usually offering demonstrations. a. Missionary salespeople b. Sales management c. Key -account sellers d. Technical specialists

d. Technical specialists

What has led to a fundamental rethinking of the strategic nature of the salesperson's role? a. The lack of product information available to consumers b. The change in thinking regarding sales force management c. The lack of qualified sales personnel d. The changing selling environment

d. The changing selling environment

Because it requires the salesperson to overcome the basic human fear of being rejected, _______ is the most difficult part of the personal-selling process. a. the pre-approach b. handling objections c. the presentation d. gaining commitment

d. gaining commitment

As outlined in your text, all of the following are part of the feature-advantage-benefit (FAB) approach except _______. a. it should communicate the value of the product to the customer b. it should accurately convey the product's major features c. it should detail how the product will provide benefits for the potential customer d. it should refute any complaints or objections about the product e. it should describe the products advantages in comparison with alternatives

d. it should refute any complaints or objections about the product

The net present value of a customer's business over the span of their relationship with an organization is referred to as _______. a. equalized value b. relationship selling c. customer equity d. lifetime value

d. lifetime value

Which type of salesperson is primarily responsible for finding new customers as well as convincing prospective customers to drop one or more competitors? a. Consultative sellers b. Missionary salespeople c. Order takers d. Key account sellers e. New-business salespeople

e. New-business salespeople

_______ selling involves building a trusting relationship with a customer over a long period of time. a. Commercial b. Face-to-face c. Retail d. Transactional e. Relationship

e. Relationship

What is the principle behind the equalized work method? a. Estimating the number of products sold in relation to the size of the sales territory b. Estimating the effect of additional sales on the motivation of the salesperson c. Matching the sales force size to a given geographic area d. Comparing the additional cost of one new salesperson to expected additional sales revenue e. Tallying the average number of sales calls needed to close each individual sale

e. Tallying the average number of sales calls needed to close each individual sale

A _______ salesperson seeks to find new customers and secure their business. As such, they tend to be highly credible, creative, and professional. a. delivery b. consultative c. key account d. missionary e. new-business

e. new-business

Beverly works at a baby products store. She helps customers find what they are looking for and rings up sales that customers bring to the check-out counter. Beverly works as a(n) _______. a. order-getter b. order-filler c. order-initiator d. order-placer e. order-taker

e. order-taker

Specialization by selling activity is broken down into two categories: ________ typically focus on acquiring accounts that are new to the selling firm, and ________ cultivate existing accounts.

hunters; farmers

The main goal of the first step in the personal-selling process is to find _______ prospects.

qualified

Identifying which potential customers within the firm's target market have not only a desire for the product, but also the authority to purchase it and the resources to pay for it is a process referred to as ________ .

qualifying

In a(n) ________ close, the salesperson reviews the product's benefits and how they meet the customer's needs before asking for the sale.

summary